Tag: kiera deschamps

In senior living sales, the real work doesn’t end when the tour does — it begins. Families often leave communities feeling hopeful yet overwhelmed, facing a mix of emotions, logistics, and uncertainty about what comes next. Turning that uncertainty into clarity requires more than follow-up calls — it takes empathy, guidance, and a genuine commitment to helping families move forward.

That’s the message shared by Kiera DesChamps, founder of KD Consulting Group and author of the new book After the Tour, during Varsity’s weekly Roundtable. Drawing on her deep experience helping communities improve occupancy while supporting families through transitions, Kiera discussed how sales teams can transform interest into action through trust, partnership, and hands-on problem-solving.

Below are a few Fresh Perspectives from her discussion.

TURNING INTEREST INTO ACTION STARTS AFTER THE TOUR

The real work begins once prospects leave the community. Families go home to emotional and logistical overwhelm, not disinterest. Sales teams that guide, not just follow up, turn that silence into trust and momentum.

LISTS DON’T CLOSE SALES — SOLUTIONS DO

Every community can hand out a glossy packet, but real differentiation comes from solving problems. Warm introductions, coordinated next steps, and genuine support move families forward faster than information alone.

FOLLOW THE LEADER MODEL

Kiera’s LEADER framework — Listen, Engage, Adapt, Deliver, Execute revenue — shifts sales from scripted outreach to personalized guidance. Adapting and delivering tangible help builds confidence and readiness to move.

PARTNERSHIPS BUILD TRUST AND SCALE IMPACT

A short list of vetted, educated partners acts as an extension of the sales team. These collaborators can provide hands-on help without overloading staff and strengthen the community’s credibility with families.

REPRESENTATION STRENGTHENS CONNECTION

Families feel safer and more confident when they see themselves reflected in the people and partners representing a community. Diversity and authentic relationships create comfort and belonging from the first interaction.

INVEST WHERE IT MATTERS MOST

Rethink incentives. Instead of rent discounts, fund practical help like downsizing assistance or floor plan consultations. These creative investments reduce stress, boost readiness, and show families they’re not alone.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here. 

Kiera DesChamps is a transformational sales leader, educator and strategic consultant for WellRive, a full-service move management company specializing in relocations and downsizing for older adults, including those transitioning to senior living communities. She’s was also a recent presenter in Varsity’s weekly Roundtable gathering. 

Kiera discussed what prospects are thinking as they’re driving home from a tour of your community and how communities can do more to help prospects accelerate the decision-making process and manage their senior living transition. 

Here’s a look at some lessons from Kiera’s time as a Roundtable presenter. 

INFORMATION OVERLOAD ON THE DRIVE HOME

Senior living communities often invest significant resources in marketing and in showcasing their amenities to attract potential residents. After a successful tour where prospects are impressed by the facilities and staff, the real challenge begins when they return home and face the complexities of their current reality. These include the logistics of moving, financial considerations, and family dynamics.

Kiera highlighted that communities often provide detailed packets filled with vendor recommendations and resources, and this can lead to information overload. Prospective residents find themselves with multiple packets from various communities, each containing numerous options. This can result in confusion and even paralysis, making it difficult for them to make a decision or even delaying the move due to the stress of sorting through so much information.

WE ALREADY KNOW THE BARRIERS

The barriers to transitioning into senior living are well-known – they include financial, emotional, and physical challenges. While communities provide seminars and vendor partnerships, true support extends beyond initial interactions. Kiera emphasized that discovery often uncovers overlooked issues like inconsistent communication or prospects feeling unheard.

Building genuine relationships and ensuring attentive follow-up makes a significant difference. Guiding prospects through the entire process alleviates stress, which is a vital consideration given that this transition is among life’s most stressful events. Kiera emphasized that support means active guidance, not just providing resources. Genuine help simplifies the process, ensuring prospects aren’t left to navigate it alone.

WHAT DO YOUR PROSPECTS WANT? 

Kiera posed an essential question: What do prospects really want? She stressed that understanding this requires a significant investment of time and effort. While sales roles come with many responsibilities, including tours and various tasks, going beyond the basics and embedding supportive services and partnerships early in the process can make a real difference.

Providing resources only at the end of the decision cycle can delay prospects’ choices. If communities guide prospects from the start, helping them navigate options and feel supported, it could lead to decisions being made months or even years sooner. This proactive approach benefits both the prospects and the community, by fostering trust and potentially accelerating the move-in process.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here.